广告、促销及公共关系.ppt

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1、Advertising, Sales Promotion, and Public Relations,广告、促销及公共关系,16 - 1,Objectives目标,Understand the roles of advertising, sales promotion, and public relations in the promotion mix.Know the major decisions involved in developing an advertising program.,确定广告、促销和公共关系在整个营销组合中的作用描述为使一个广告活动获得发展的首要决策,16 - 2,

2、Objectives目标,Learn how sales promotion campaigns are developed and implemented.Learn how companies use public relations to communicate with their publics.,解释促销活动是如何得到发展并完成的。解释公司怎样利用公共关系与公众沟通。,16 - 3,Case Study案例研究,A few years ago, only 13% of U.S. recognized AFLACOld ads: “warm and fuzzy” similar to

3、 other insurance adsGoal: break through advertising clutter,AFLAC,几年前，只有13%的美国人知道 AFLAC原广告词: “warm and fuzzy” 和其它保险广告相似。目标: 消除广告混乱,16 - 4,Case Study案例研究,1999: AFLAC developed the “duck” campaign to enhance brand awarenessIncredibly successful: name recognition is now 91%; sales growth of 30% each ye

4、ar campaign has run,AFLAC,1999: AFLAC 启动 “duck” 计划，加强品牌知名度令人难以置信的成功: 当前品牌知名度为 91%; 销售自计划实施起每年增涨 30%,16 - 5,Definition定义,AdvertisingAny paid form of nonpersonal presentation and promotion of ideas, goods, or services by an identified sponsor.,广告由特定的资助者出资，以非人员的方式对创意、产品或服务进行推广。,16 - 6,Advertising广告,Sig

5、nage in ancient times offers evidence of early advertising.Modern ad spending tops $231 billion in U.S. annually, $500 billion worldwide.Business firms, not-for-profit, social agencies, and professionals all advertise.,古代的标志物表明早期广告的存在。现代广告每年在美国境在花费2310亿美元，全球花费5000亿美元。公司、非盈利组织、社会团体和自由职业者都进行广告。,16 - 7

6、,Setting objectives确定广告目标,可根据主要目的对广告目标进行分类:告知推出新产品劝说在竞争日趋激烈时愈来愈重要比较性广告提醒在产品成熟阶段很重要,Advertising objectives can be classified by primary purpose:InformIntroducing new productsPersuadeBecomes more important as competition increasesComparative advertisingRemindMost important for mature products,16 - 8,S

7、etting the budget编制广告预算,第15章已经讨论过广告预算的方法。在编制广告预算时应考虑到某些特定因素:产品生命周期的阶段市场份额竞争水平广告市场混乱程度品牌差异化程序,Methods of budget setting were listed in chapter 15Several factors should be considered when setting the ad budget:Stage in the PLCMarket shareLevel of competitionAd clutterDegree of brand differentiation,16

8、 - 9,Developing the advertising strategy设计广告策略,创意挑战媒体分工细化媒体费用暴涨广告愈加混乱广告创意创意策略创意概念广告吸引点创决执行众多执行方式格调、式样、用语、标题、格式,Creative challengesMedia fragmentationSoaring media costsAdvertising clutterCreating ad messagesMessage strategyCreative conceptAdvertising appealMessage executionMany execution stylesTone,

9、 format, illustration, headline, copy,16 - 10,Creative Execution Styles创意执行方式,Slice of LifeLifestyleFantasyMood or Image MusicalPersonality Symbol Technical ExpertiseScientific Evidence,生活片段生活方式幻境情调或形象音乐人物象征专业技术科学证据,Testimonial Evidence or Endorsement 证明或票据,16 - 11,Developing the advertising strateg

10、y设计广告策略,选择广告媒体确定广告涉及的范围、出现频率和效果选择主要媒体类型:目标消费者的媒体习惯, 产品性质, 信息类型, 成本 选择特定的媒体载体决定媒体时段,Select advertising mediaDecide on level of reach, frequency and impactChoose among the major media types by considering:Consumer media habits, nature of the product, types of messages, and costs Select specific media

11、vehiclesDecide on media timing,16 - 12,Major Media Types主要媒体类型,NewspapersTelevisionDirect MailRadioMagazinesOutdoor Internet,报纸电视直接邮购广播杂志户外广告互联网,16 - 13,Evaluating advertising campaigns广告评估,衡量沟通效果效果测试消费者回访产品认知产品了解产品偏好衡量广告销售效果过去与当前销售比较实验,Measuring communications effectsCopy testingConsumer recallProd

12、uct awarenessProduct knowledgeProduct preferenceMeasuring sales effectPast vs. current sales comparisonExperimentation,16 - 14,Small vs. large companiesNature of advertising agencies Advantages of advertising agencies Departments Compensation Changes in agency services,AdvertisingOrganizing the Adve

13、rtising Function广告组织,小公司VS大公司广告代理机构的性质 广告代理机构的优势 机构 报酬 代理服务的变化,16 - 15,Advertising to International Markets国际广告决策,Standardizing worldwide advertising Advantages include lower advertising costs, greater global advertising coordination, and consistent global image Drawbacks include ignoring difference

14、s in culture, demographics, and economic conditions.Most marketers think globally but act locally,广告标准化优点包括低成本，高协调和更一致的全球公司或产品形象。缺点包括忽视文化、地理和经济情况的差异。多数营销者都全球性考虑但地区性活动。,16 - 16,Definition定义,Sales PromotionSales Promotions are short-term incentives to encourage the purchase or sale of a product or ser

15、vice.,促销促销指短期的激励活动，目的是鼓励购买，或宣传一件产品、提供一种服务。,16 - 17,Sales Promotion促销,Can be targeted at final buyers, retailers and wholesalers, business customers, and members of the sales force.The use of sales promotions has been growing rapidly.,目标可以是最终顾客、零售商和批发商、产业顾客以及销售队伍的成员。促销增长很快。,16 - 18,Sales Promotion促销,

16、Objectives - Consumer Promotions:Increase short-term salesGenerate product trialObjectives - Trade Promotions:Obtaining distribution and shelf spaceEncouraging retailers to advertise the brandObjectives - Sales Force Promotions:Signing up new accounts,顾客促销增加短期售额增加产品份额产业促销获取分销渠道与货架空间鼓励零售商宣传该品牌销售队伍签下新

17、客户,16 - 19,Consumer Promotion Tools消费推广手段,SamplesCash Refunds (Rebates)Price packs (cents-off deals)Advertising SpecialtiesPremiumsPatronage RewardsPoint-of-Purchase CommunicationsContests, Games, and Sweepstakes,样品现金返还特价品广告特制品实物奖品惠顾回报购买点促销比赛、抽奖和游戏,16 - 20,Discounts ( also called price-off, off-list

18、, and off-invoice)Allowances Advertising allowances Display allowancesFree goodsPush moneySpecialty advertising items,Trade Promotion Tools交易推广手段,折扣津贴 广告津贴 陈列津贴免费产品推动金特殊广告制品,16 - 21,Includes many of the same tools used in consumer and trade promotionsTwo additional tools: Conventions and trade shows

19、 Sales contests,Sales Promotion Business Promotion Tools 产业推广手段,包括许多与交易推广和消费推广相同的手段两种附加手段: 产业会议和贸易展览 销售竞赛,16 - 22,Size of the incentiveConditions for participationPromotion and distribution of the actual sales promotion programLength of the promotional programEvaluation Surveys and experiments can b

20、e used,Key Decisions When Developing the Sales Promotion Program制定促销计划的决策,激励规模参与条件如何推广并实施促销活动促销时间的长短评价 可以使用调查与实验,16 - 23,Definition定义,Public RelationsBuilding good relations with the companys various publics by obtaining favorable publicity, building up a good corporate image, and handling or headin

21、g off unfavorable rumors, stories, and events.,公共关系:通过赢得有利宣传与有关公众建立良好关系，树立良好的公司形象，不处不理的谣言、传闻和事件。,16 - 24,Public Relations Functions公共关系职能,Press RelationsProduct PublicityPublic AffairsLobbyingInvestor RelationsDevelopment,新闻关系产品宣传公共事务游说投资关系开拓渠道,16 - 25,Advantages: Strong impact on public awareness a

22、t lower cost than advertising Greater credibility than advertisingPublicity is often underused Good public relations can be a powerful brand-building tool,Role and Impact of Public Relations公共关系的地位与影响,优点: 以低于广告的成本，对公众的认知产生强烈影响。 比广告更可信公共关系往往没有得到有效使用 良好的公共关系可以作为有力的品牌建设工具,16 - 26,NewsSpeechesCorporate Identity Materials Mobile MarketingSpecial EventsWritten MaterialsAudiovisual MaterialsPublic Service Activities,新闻演讲公司标识材料移动营销特殊事件书写材料视听材料公共服务活动,Public Relations Tools公共关系工具,